Pilot, the new tech arm of the National Association of Broadcasters is teaming up with Google News to help TV and radio stations navigate the online advertising world, given the phase-out of third party cookies.

Broadcasters elsewhere have taken issue with Google over use of "white spaces" between TV channels and what broadcasters say have been edge giants' failure to sufficiently compensate them for aggregating and selling against their valuable content, but they are clearly looking for some expertise in online advertising wherever they can get it and Google has a ton.

NAB said 10 member companies are participating in the first phase of the six-month program, which launched with a meeting last month.

Broadcasters are looking for some online ad education, as well as how to implement first-party data and direct-to-consumer business models.

Broadcasters can use that expertise now, with their station websites, and in the future when the ATSC 3.0 transmission standard allows for interactivity and targeted advertising.

Broadcasters said they want to protect both user privacy and the ongoing and growing business of digital publishing.

"Implementing new strategies to enhance first party data and audience engagement, especially those to better serve local audiences, are vital across all broadcaster platforms," said Beth Grossman, head of revenue strategy, local broadcast news at Google.

One of the fruits of the program will be a report commissioned from Borrell Associates, that will put together strategies in use by broadcasters or available to them, said NAB. ■

Showtime subscribers checking out the fifth-season finale of Shameless will get a look at the pilot of upcoming comedy, HAPPYish.

The premium programmer will air a special sneak preview of HAPPYish's first episode on Sunday, April 5 at 10 p.m. (ET/PT). The installment will air immediately following the season-five finale of Shameless at 9 p.m. 

HAPPYish, starring Oscar- and Golden Globe-nominee Steve Coogan, Kathryn Hahn and Emmy-winner and Golden Globe-nominee Bradley Whitford, will assume its regular time slot on Sunday, April 26 at 9:30 p.m. 

Currently in production in New York, the series is a comedic, soul-searching examination of our pursuit of happiness and why it continues to be so elusive. The show also features guest stars Emmy and Tony-Award winner Ellen Barkin, Emmy Award-winner Carrie Preston, Molly Price and Andre Royo.

For a brand new tease, click here

In a role originally cast for the late Philip Seymour Hoffman, Coogan stars as Thom Payne, a 44 year-old man whose world is thrown into disarray when his 25 year-old wunderkind boss arrives, saying things like “digital,” “social” and “viral.”  Is he in need of a “rebranding,” or does he just have a “low joy ceiling?”  Maybe pursuing happiness is a fool’s errand?

Life after Mad Men for Christna Hendricks could include a turn in a would-be Showtime comedy about life with the band.

Hendricks, who plays office manager turned partner Joan Harris in AMC's retro ad series that wraps its final season this spring, will play Shelli, the band's production manager in Showtime's pilot Roadies,which follows the day-to-day life of a successful rock tour as seen through the eyes of its crew. 

Five-time Emmy nominee Hendricks joins the project -- the one-hour pilot will shoot in Vancouver early next year -- as the tough, hardworking manager, who is married to the gig, but is privately very emotional.

  Luke Wilson (Old School, The Royal Tenenbaums), Imogen Poots (The Look of Love), Rafe Spall (One Day), Peter Cambor (NCIS: Los Angeles) and Academy Award nominee Keisha Castle-Hughes (Whale Rider) were previously announced as stars of the ensemble cast.

Roadies is produced by Bad Robot Productions, Vinyl Films and Dooley & Company Productions, in association with Warner Bros. Television.